Conference Talks

At PPC Day 2023, Igor Ivitskiy explained why click fraud should be treated as a traffic-quality risk, not as a few obvious repeat clicks. The figures

Personal-brand advertising becomes expensive when Search, YouTube and Display all chase a cold global audience. Igor Ivitskiy proposed using those

A Google Ads account should become efficient before it becomes larger. Drawing on insights from 700 million in client ad spend, Igor Ivitskiy organised

Google Ads AI learns from the conversion signals an advertiser sends back, so a cheap conversion can be harmful when it represents the wrong person or

When Video Action Campaigns gave way to Demand Gen, many advertisers found that YouTube in-stream traffic spent money without producing dependable

At ecomTEAM, Igor Ivitskiy argued that the most useful advertising evidence often sits inside rows teams dismiss as weak, unprofitable or irrelevant.

PPC benchmarks and platform scores can look authoritative while hiding the context that produced them. At Hero Conf 2025, Igor Ivitskiy proposed three

Adworld Experience 2024 award case: word-level profitability of search terms took a B2C SaaS account from 50 to 1,500 conversions per day in one week.